Case Study: IBM achieves lower cost per registration with Bombora and LinkedIn

How LinkedIn and Bombora Provided a More Intelligent Targeting Option for IBM’s Watson Analytics

IBM wanted to generate more leads for Watson Analytics while lowering cost per registration. The team was already using sophisticated LinkedIn targeting based on job title, seniority, and professional group membership, but saw an opportunity to improve performance with an account-based marketing approach. IBM worked with Bombora and LinkedIn to better identify companies showing purchase intent for analytics and data visualization solutions.

Bombora provided company-level intent data, flagging thousands of companies surging on relevant topics, and IBM used LinkedIn Sponsored Content and LinkedIn Account Targeting to reach the right people at those accounts. With Bombora and LinkedIn, IBM achieved a 41% lower cost per registration than its prior “business as usual” tactics, and a 19% lower cost per registration than another Q4 audience strategy.

IBM